How to Choose a Capable Digital Marketing Agency Matters for Roofers
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How to Choose a Capable Digital Marketing Agency Matters for Roofers

Updated: Aug 9


Britain needs homes, and homes require roofs:


Today, standing out in this industry isn’t just about excellent workmanship, it’s about visibility, trust, and a steady flow of qualified leads, often coming through online sources, via calls, e-mails, website visits, and messages on social media channels.


An aerial shot of British homes
An aerial shot of British homes

Many roofing businesses still rely heavily on word-of-mouth, seasonal demand, and ineffective advertising tactics, but as the market shifts, so do homeowner expectations and how they search for services.


Here’s why partnering with a capable digital marketing agency can make all the difference, helping you take back control of your digital presence, increase brand awareness, leads and booked appointments.


Filling the slow seasons with quality leads:

Most roofing companies face large peaks in demand for spring and autumn, and troughs during summer and winter.

A capable digital marketing partner uses targeted ads, SEO, and AI-driven campaigns to keep your pipeline healthy all year-round, so your business isn’t reliant on weather or seasonal trends.


Exceptional digital marketing strategy and execution includes:

  • Regular social media posting on relevant channels, such as Instagram and Facebook, providing solutions to common industry problems/ pain points

  • Writing informative SEO-optimised blog posts to help you appear higher for key search terms such as ‘roofers in london’ or ‘reliable roofers near surrey’, for example

  • Building and maintaining a website that’s good for user experience, allows easy bookings and showcases a range of reviews, so buyers know they can trust you

  • Conducting competitor analysis of your closest rivals to ensure your pricing, service offering and unique selling points (USPs) are similar, ideally, better

  • Regular analytics reporting of all channels, so progress can be monitored, and decisions are data-driven

  • Utilising AI automations, such as auto-email responses for job updates, requesting reviews, and appointment booking, to make the process easy for the user, and saving your organisation time and money

  • Regular e-mail marketing content to warm up cold leads and encourage interest in your business/repeat purchases

 

An effective digital marketing company will leverage multiple channels to grow a business
An effective digital marketing company will leverage multiple channels to grow a business

Standing out in a crowded market:

It can be tough to set yourself apart from lots of local competitors offering “the same” services.

A specialist agency knows how to highlight your unique selling points (USP’s).

They should ensure these appear everywhere homeowners look online.


Some examples could include:

  • Your emergency response times

  • Superior materials, e.g. metal or asphalt

  • Team members with many years of experience

  • Greater amounts of high quality testimonials over your competitors

  • A free roofing assessment to assess weaknesses, providing value to your customer

  • A 24/7 service so customers can call you, no matter what time or day


Through utilising these, you can set your business apart from your competitors, and make prospects choose you, over them.


Turning website visitors into paying customers:

Too many roofing business websites look dated, load slowly, and lack contact details.

An experienced agency can transform your site into a 24/7 sales tool: mobile-friendly, fast, built to guide homeowners from first click to booked appointment.


It should include:

  • Engaging images/videos of projects before and after, showcasing the transformation you brought to the customer’s roof

  • Videos/photos of your team, showcasing them in a positive light and personifying the business

  • A range of positive testimonials, if you can obtain pictures and videos with these, even better

  • Clear call-to-actions and promotion buttons, e.g. secure your free roofing assessment now, to increase take up of services

  • Key accreditations that position you as an expert in your field, e.g. NRFC, RoofCert, and the NFRC Competent Person Scheme, as well as being TrustMark certified, and with lots of reviews on Checkatrade

 

Reducing wasted ad spend:


The primary goal of many roofing companies is increasing sales
The primary goal of many roofing companies is increasing sales

Paid ads can be powerful, but without utilising key tricks of the trade, such as keyword optimisation, A/B testing, and search intent, it can become easy to burn through money with little return.


A capable agency uses data, conversion tracking, and AI-powered targeting to make sure every pound you invest works harder, attracting real prospects instead of casual browsers.


They have factored in what your ideal buyer’s persona is, what search terms they’re looking for,

Over time, the paid ads you use should obviously result in more money being made, than the cost of it, although, this generally doesn’t happen right away.


You often need to test and implement quite a bit, and build up your spend over time. Once you find your flow, and a winning strategy, paid ads can be an excellent tool for securing new business, providing a great return on investment.

 

Reputation & reviews management

Word-of-mouth still matters, but today, it often happens online. Roofing is built on trust, and homeowners check reviews before making a call.


Negative reviews can stick. You certainly don’t want to be a business that gets seen as being cowboys, so always take care of your customers and hire people that are up for the job.


I cannot stress the amount of times I’ve heard a home service business deliver a terrible service, and word has spread around the local community, the damage done by this is far more than the positive publicity paid ads or positive reviews could ever provide!


In contrast, a digital marketing agency helps monitor, respond to, and grow your positive reviews, protecting your reputation and winning over cautious homeowners.

 

Keeping up with digital changes

Google’s algorithms, ad platforms, and social media trends change constantly. Keeping up yourself is a full-time job.


For example, recently ChatGPT, and other AI chat engines have dramatically changed SEO, as now, questions are answered by the engines themselves, not by googling search terms such as ‘What are 5 key tips for roofers?’ and clicking on the first post that comes up, so many users will simply get their answer already, and not click on the link.


An agency stays on top of these shifts, ensuring your business doesn’t fall behind while you stay focused on what you do best: delivering quality roofs.

 

WRMarketing

At WRMarketing, we specialise in helping roofing companies like yours grow sustainably with proven, AI-driven marketing strategies. From website design to lead generation and review management, we make sure your digital presence works as hard as you do.


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